The joint effect of framing and anchoring on internet buyers' decision-making

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題名:	The joint effect of framing and anchoring on internet buyers' decision-making
作者:	Wu, C.-S., Cheng, F.-F.
貢獻者:	Department of Information Management, Tunghai University
關鍵詞:	Anchor point;Anchoring effects;Cognitive bias;Experimental research;Framing effect;Internet advertising;Message framing;Product attributes;Purchase intention;Willingness to pay
日期:	2011
上傳時間:	2013-06-19T09:03:23Z (UTC)
摘要:	This article reports on an experiment that examines the influence of message framing and anchor points, and the joint effect of these two information cues on Internet consumers' judgments regarding attitude, purchase intention and willingness to pay. The role of participants' subjective knowledge is also evaluated. The experimental results suggest that message framing, which describes a product's attribute in positive or negative terms, significantly influences participants' attitude toward and their intention to buy the product. In addition, participants' willingness to pay was significantly influenced by the presentation of anchors embedded in banner advertisements. Further, a significant interaction effect for message framing and anchor points indicate that their congruence enhances the effects of information presentation on people's responses. Specifically, describing a product attribute in positive terms along with a high anchor point induces more favorable response than any other framing and anchoring combinations. Finally, online shoppers who are low in product knowledge are more susceptible to framing and anchoring influences. The findings provide guidance for designing appropriate product and price cues to induce Internet consumer responses that favor online retailers. ? 2010 Elsevier B.V. All rights reserved.
關聯:	Electronic Commerce Research and Applications 10 (3) , pp. 358-368
顯示於類別:	[資訊管理學系所] 期刊論文

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